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Marketing in Brief: Alexandra de Markoff

This article was originally published in The Rose Sheet

28 Jul 1997

News

The Rose Sheet

Executive Summary

Alexandra de Markoff: Cosmetics and skin care brand distribution expanding into Korea, Taiwan, Singapore and Hong Kong by October, with the Middle East and Latin American regions under consideration, Parlux said. The firm will also concentrate on extending its 400-door U.S. distribution into additional Nordstrom doors and smaller prestige chains. Alexandra de Markoff will receive a facelift with new packaging designed to reflect the brand's prestige positioning and create a more uniform look, Parlux said. The skin care products will feature deep blue packaging with gold accents, while the cosmetics offerings will be housed in gold cartons with blue trim. In addition, Alexandra de Markoff's Countess Isserlyn foundations will be repackaged in outer cartons and will include a stirring stick. Parlux is phasing in the new look now...